中外零售商自有品牌比较及启示

与国外相比，中国零售商自有品牌在市场管理、质量管理、品牌管理、关系管理、发展规模和产品创新等方面仍有较大差距。本文研究借鉴了国外成熟自有品牌的管理理念和方法，从自有品牌产品的选择，供应商或制造商的选择，自有品牌的设计、维护与定位和规范连锁经营等方面有针对性地为中国零售商自有品牌的发展提出对策。

Sino-foreign Retailers' Private Brand:A Comparison and Its Enlightenment

The competition in China＇ s retail trade is very keen, and the management of private brand is helpful to enhance the retailer＇ s competitive power. There exists a great disparity of private brand between China＇ s retailers and foreign ones in development scale, product innovation and the management of marketing, quality, brand and relationship. The paper makes a study of the management theory and method from abroad, and offers some proposals for China＇ s retailers from choosing the products of private brand, suppliers or manufacturers, designing, maintaining and orienting the private brand, and regulating the development of chain operations.